Since joining the Raccoon team 30 months ’ ago , life has been a bit of a whirlwind . In 2019 , the business had just moved out of the glorified shed in Mike Seaman ’ s garden , now we employ 30 people . We ’ ve been on an aggressive campaign to increase our portfolio from one to 12 products .
We ’ ve been bold because we had to . With a small business there often isn ’ t a choice . You are doing what you can to survive , but we weren ’ t happy with surviving , we wanted to thrive .
Venturing outdoors Two weeks before the first lockdown we launched the National Outdoor Expo . At the time we had no idea what an impact that would have .
We wanted to create a community rather than just an event . With Covid-19 the need for this show was higher than ever , as more and more people found solace and mental health release by being outside and active .
We recognised the importance of crafting the show around the visitor experience and then commercialising it . By focusing on a great day out and being inclusive we received an incredible reaction to our campaign , resulting in over 8,000 tickets within 24 hours and smashing our pre-reg target of 25,000 tickets – with 39,238 booked .
Building the community Lockdown gave us time to really talk to our stakeholders . We took time and we listened . When we had to postpone by a year , we offered a ‘ no quibble ’
Creating sustainable , community-led events
Raccoon Events ’ chief marketing officer , Jo Tyler , gives an insight into their huge growth over the past two years
refund alongside enticing new digital packages for those who stuck with us . We spoke to every client regularly . We were still there for them and regularly offered advice and online promotion .
We created a week-long digital festival called Outside & Active which we then turned into a 365 product with a plethora of practical advice and inspirational stories including documentaries and a podcast ( now in it ’ s third series ).
A group of 100 + ambassadors helped us to curate content with accessibility , diversity and inclusivity at the heart of the campaign .
Jo Tyler
Sustainability is vital The National Outdoor Expo ran in March 2022 for the first time and was a great success . Despite its launch it already felt like a reunion as we high-fived and hugged people we had only met on Zoom . Regular ambassador socials that had only existed online , were now in person with a trendy beer in hand . The feedback and bookings for 2023 showed that our hard work has paid off – this is a sustainable event with strong foundations .
In bringing together a community who adored the outdoors , we had to protect the environment and ensure that running the event wasn ’ t creating greater damage .
It ’ s no secret that Raccoon Events is looking to lead with its approach to sustainability and encourage other organisers to work together to achieve change . Anyone who knows Mike Seaman , will have heard the phase ‘ Did I tell you I spoke at COP26 ?’
It ’ s not easy , but we are working hard to measure , monitor and reduce our carbon impact . At the Outdoor show we ditched aisle carpet and we had positive feedback . The money we saved was reinvested into charitable grants to encourage more people to get outside and active and in initiatives to protect the environment . If you want to find out more then check out raccoonevents . com or get in touch . EN
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